Marketing Information

Secrets of Trade Show Success

The ropers at Annie Oakley's Real Western Dudette Ranch were all riding high in the saddle. It was just before their first ecotourism and adventure travel trade show in Chicago, and they just knew they would rope in big sales.

Annie and her all-woman cowpoke staff were confident thousands of American working women were just itchin to pay $1995 or more to learn the fine art of cattle roping and bronco busting. Annie sent her two best cowgirls; figurin' if they could handle cattle, they could sure rustle up some sales. The cowgirls brought to the show a couple of hay bales, a big sign with genuine spurs dangling from it, a table clear across the front of their booth loaded with hundreds of small snapshots of the cowpokes in action, a four-page story Annie had hand wrote to give out. They wore their most trail-worn chaps and their fanciest boots.

Dang! Three days later, Annie's seasoned cowgirls left the show more tired then after three-week cattle drive, ornery with their throats as dry as dust. They had only four leads, and had made no sales. Annie was as irritated as a stepped-on rattler; she had spent over $5,000. and was sure it was the show promoter's fault her cowgirls were not more successful.

Proper Tradeshow Strategies Yield More Leads & Sales

Annie is fictional, but the way she fell out of the saddle is not much different than dozens of businesses I observe, and even some I have consulted to. I don't let the ones under my reins keep going down the desert trail that Annie followed. You can end up more like this fictional company...

Tropical Bill's Eco-Amazon Windsurfing tours had not lost any clients to Piranha during the first months of operation, and they were ready to expand his small tour business through ecotourism and adventure travel trade shows. Bill and his staff's goals at their first show were to raise broad awareness for their unique trips to consumers as well as secure travel agent representation.

An expert windsurfer, Tropical Bill had little experience with promotion, sales and trade shows and knew that, like windsurfing, it was a learned experience. He admitted his ignorance and assumed what I call "beginner's mind."

Here's what Bill and his team did to improve the tradeshow results:

  • He sought out as much advice and information as he could.

  • Visited other tourism trade shows.

  • Took a workshop on trade show marketing and read all he could on the subject.

  • His team created a solid plan on how to achieve their specific goals.

  • They called and sent out several mailings of personalized cards and letters to key prospects before the show offering a show special.

  • They invested in a quality exhibit with easy-to-read graphics and bold benefit-oriented marketing communications.

  • Learned how-to create powerful tradeshow booths that will grab attention and SELL MORE by reading "Tourism Marketing Success"

  • Bill role-played and practiced boothmanship with his most knowledgeable and motivated team of four that were staffing the booth at scheduled intervals.
  • Show management was excited about Tropical Bill's Windsurfing Simulator and gave them excellent floor placement. A follow-up sales letter was pre-printed and sent from the office to key prospects immediately with several new color brochures. The preparation, booth, staff activities, offers and prospect follow-up were all well executed.

    Tropical Bill implemented many other strategies all covered in this article, raised the flag to their existence, made numerous bookings, established promising relationships with many travel agents, signed up for representation by two large adventure travel wholesalers, and even generated interest for a editorial story Outside Magazine.

    Unlike Annie Oakleys' Dudette Ranch, Tropical Bill's Windsurfing company was now on the map, generating some cash flow and filling its sails with some powerful promotional winds. Bill could hardly wait for their next show opportunity. Annie was last seen commiserating around the campfire with her cowpokes.

    Both outfitters knew that attendees at adventure and ecotourism travel shows were their best markets. Both hoped to have some sales during the show and create awareness for future bookings. Clearly different attitudes and strategies yield different returns on investment. "Beginners mind," planning, research, goals, and specific strategies make for happy trails and high wind days. Don't reinvent the wheel. The resources you need, like the Texas Rangers, are awaiting your request for assistance.

    Show management and trade organizations are there to help with your success. This show, like many others, will be both an industry trade show filled with travel agents and media as well as motivated consumers of adventure travel related products and services. Trade shows are abundant fishing grounds; you just need the right equipment, training and bait.

    4 Strategies for Maximizing Exhibiting Results

    1. Have a team-created plan. Unity provides more sales. Incorporate your most knowledgeable and motivated staff from start to finish. When the staff and owners share the same vision and agenda, achieving your goals will be far easier.

    2. Do pre-show mailings and phone invitations can triple attendance. David Garfinkel and Jay Conrad Levinson in the soon to be released book, "Guerrilla Direct-Mail Marketing" suggest to use multiple personalized invitations promoting special offers redeemable only at your booth.

    3. Arrive a couple days before show. Tap into guaranteed opportunity. There are unmatched opportunities to meet with media, establish sales representation, and network with fellow adventure travel business people. Share what has worked for you and help others. When the show starts you'll be better prepared and rested then most.

    4. Taking care of yourself will yield better results. Schedule your staff so that everyone is smiling and well rested. Drink plenty of water. Eat well-balanced meals for higher energy. Avoid alcohol at all times during show. Wear comfortable shoes. Stretch your muscles while checking out other exhibits.

    In 2000, U.S. consumers spent more then $300 billion dollars for travel related equipment, travel, lodging, and meals - and with hundreds of outfitters like Annie Oakley and Amazon Bill's. All this just to have fun! Proper trade show marketing can be a magical and fun part of your total marketing plan.

    Since 1994, Tim Warren and Adventure Business Consultants, has helped dozen's of outdoor tourism businesses and destinations just like you with creating tradeshow strategies that help you standout from the crowd and sell more trips and increase arrivals. Click Here For Free Bimonthly E-zine - Tourism Marketing Business Success - News, tips, tools and specials that you can use to increase your travel business success.

    Business:Marketing Articles from
    10/26/2018 12:15 PM
    Some Straight Talk on Affiliate Marketing
    My wife and daughter are out of town today so I was going to get caught up on my favorite TV shows: Supergirl, Flash, Supernatural and Legion. I definitely like the superhero shows. I grew up watching Christopher Reeve's Superman films and reading comics.
    10/26/2018 10:24 AM
    Here Are 6 Simple (Not Easy) Steps to Profitable Internet Marketing
    I'm feeling rested because I took the week off from working out. My body has gone through some rigorous training the last couple of months and I just felt exhausted. That's usually a sure sign to just take it easy.
    10/26/2018 10:24 AM
    7 Powerful Strategies to Implement Before You Start Internet Marketing
    My wife, daughter and I were just watching World of Dance when a community warning interrupted our relaxation time. There were toxins released into the water, which freaked out my wife. I wasn't worried, of course, but my wife was getting ready to have me take the 30-minute commute to Eugene and have me buy as much water as I could carry!
    10/26/2018 10:23 AM
    Here's A Quick and Dirty Guide for Selling On eBay
    This week I've made it a goal to sell stuff around the house that I don't use. I have an X-Box 360 that's been sitting in a box for over 2 years along with 4 controllers and a bunch of video games. I also have boxes of books I haven't opened in a while.
    10/24/2018 11:19 AM
    Components of a B2B or B2C MarTech Stack
    Google AdWords is a popular advertising service. In fact a lot of contenders of the Stackies 2018 had Google AdWords in their martech stacks. The right advertising campaign or goals will promote your business and so using the right advertising technology is important for your martech stack.
    10/15/2018 10:07 AM
    3 Things to Consider While Selecting Your Marketing Automation Tools
    Marketing automation is a great approachto connecting with your customers in a highly personalized mannerand to increasing your marketing and sales qualified leads. Before you select the right one for your company, figure out what processes work for you and what's holding you back. If you need help in figuring out what marketing automation tools would be ideal for your business, feel free to give us a call or shoot us a mail, and our senior consultants will be happy guide you
    10/03/2018 12:47 PM
    Congratulations - You're a Life Coach! Now What?
    Starting your own business is exciting; especially entering the field of life coaching. You have recognized your ability to inspire others and have committed to bringing your gift to those who need your help.
    09/27/2018 12:40 PM
    Features and Benefits - Why Understanding the Difference Is Crucial for Your Business
    To say that marketing your company has changed from even ten years ago feels a bit like a clich?. We all know that the marketing landscape has changed - I prefer to look at it as "enhanced" because many traditional marketing channels remain powerful (word of mouth for example).
    09/24/2018 10:09 AM
    5 Surefire Ways To Optimize Your Book's Sell Sheet
    In order to become, or remain, financially successful as a self-publisher, you must be able to quickly and effectively get your marketing message to your book-buying audience. Your book's sell sheet is an excellent tool to do this. The sell sheet is a perfect marketing tool for offline AND online marketing - because it's simple to understand, and gets directly to the point. So, here is a short discussion of five certain ways to make your sell sheet a very powerful marketing tool.
    09/13/2018 11:14 AM
    Back to School - Back to Business!
    I don't know about you, but my social media feed has been filled with back to school photos from family and friends. My kids are older, and back to school has lost the fun it used to have, but I love seeing my friends reach the milestones I did!
    08/23/2018 10:56 AM
    Jump In! How Creating Content Is Like Swimming
    I just dropped my daughter off for swim practice at 6:45am! She is starting high school and has never done competitive swimming before, but she signed up for the swim team in order to meet some people and get some great physical activity. Honestly, I am incredibly proud of her for doing this.
    08/22/2018 02:46 PM
    How to Sell More to the Clients You Already Have
    Generating new leads is tough - you need to be out there hustling, networking, creating, and following up every day. There are amazing tools, such as lead magnets, that can work for you with minimal effort once created.
    08/17/2018 12:06 PM
    What Is an SSL Certificate and Why Is It Important for Your Business?
    SSL stands for Secure Sockets Layer and is essential to the security of your website, as it allows a secure connection between your server and a browser. This connection permits the secure transmission of information, between your website and your client as an example.
    08/01/2018 08:17 AM
    How Do I Find Out Who My Customers Are?
    No matter of how good your products or services might be, they won't appeal to everybody. If you try to get your messages to a wide untargeted audience, you'll spend money that you don't really need to spend, and you won't even get a lot back from it either.
    07/30/2018 03:19 PM
    Defining Your Market
    Defining your target market is critical if you plan on any measure of success in your business. A solid foundation for your business requires that one of the first things - if not THE first thing you need to do is to - DEFINE YOUR TARGET MARKET!
    07/29/2018 05:16 PM
    How Can We Do Neuromarketing?
    Neuromarketing techniques are based on scientific principles about how humans really think and decide, which involves brain processes that our conscious minds aren't aware of. When combined with sound experimental designs and procedures, these new techniques provide insights into consumer decisions and actions that are invisible to traditional market research methodologies.
    07/25/2018 12:26 PM
    Affiliate Marketing - Building Strong Relationships
    The internet has no borders, affiliate marketing is a worldwide business. Anyone can enter the online industry, the only requirement is to have a good internet connection. An essential part of business success is having a strong network.
    07/24/2018 11:56 AM
    5 Important Questions to Ask Your Trade Show Organiser Before Exhibiting
    Exhibiting at a trade show event involves a lot of planning, investment and efforts. To make the most of your exhibiting experience, it is necessary to ask for information about the trade show and cross-check the facts before your book the space. In this blog post, we've compiled a list of 5 important questions that you must ask your trade show organiser before exhibiting to get maximum ROI.
    07/24/2018 09:09 AM
    Create Your Own Olive Oil Line Through Private Labelling
    As media spurs news about the so-called super food, more and more people are becoming aware of its capacity when it comes to cooking and health. Aside from the fact that it smells good and tastes delicious, olive oil has a lot of notable health benefits. For one thing, it has anti-inflammatory properties, prevents stroke, and is rich in antioxidants. It can even alleviate the onset of chronic diseases like cancer, diabetes and prevents heart failures.
    07/22/2018 10:48 AM
    Confused About Customer Segmentation? Read This
    If you are anything like the rest of the world, then you know what it's like to be confronted with terminology for a specific field or industry and have absolutely no clue what is being said. On the whole, this doesn't seem so bad, but if you're in business, you can't simply walk away from industry jargon, especially when it is as important as customer segmentation.
    07/22/2018 10:33 AM
    Is Your Message Strong Enough?
    If you believe that what you offer will help people, how can you keep it from them? Be heard above the din of many marketing messages with your strong message.
    07/15/2018 10:42 AM
    3 Reasons Why the Amish Were Right About Marketing
    If I say the word "Amish" to you, what are the images that come to mind? Perhaps your mind goes to thoughts of horse-drawn carriages, a close-knit community that stays within itself, or no use of modern comforts like electricity or photography. Maybe you think of the clothes Amish people wear or the long hours that they spend working.
    07/09/2018 08:09 AM
    Eliminate the Ick From Networking
    Networking doesn't have to be icky. Here's what to focus on when you attend an event or gathering.
    07/06/2018 09:22 AM
    Persuading With Emotion
    The 7 Secrets Of Persuasion by James C. Crimmins, PhD. has it all. Well, almost all. Crimmins steps through all the rules, or "secrets," of persuading your target audience. It turns out the one big overarching secret is to use emotion, not facts. But what he doesn't quite do is step through the process of putting together your very own persuasive marketing message.
    07/05/2018 03:01 PM
    How an Outside Event Planner Can Save Your Business Money
    When it's time to plan a marketing event for your business, which is the more cost-effective option; hiring an outside event manager or using your internal marketing team? Your first instinct might be to choose the internal marketing team. This article outlines why you may want to think again!
    07/05/2018 03:00 PM
    How to Qualify Leads at Your Events
    A marketing event is an ideal way to interact one-on-one with current and potential customers. In a world saturated by digital, a marketing event creates a valuable personal relationship between your business and your ideal client. In this article, you will find a few tips on deciphering between the types of leads you acquire at your events.
    07/05/2018 10:55 AM
    Automate EVERYTHING Humanly Possible
    Marketing Auotmation is the creme de la creme of everything we do in marketing. And if you don't learn automation, you will...
    07/05/2018 10:51 AM
    7 Small Business Marketing Trends You Need to Follow in 2018
    The way marketing works are essentially changing day by day because of the absolute volume of people using the internet and the depends on new technologies as well. Keeping in mind, here I would like to share the 7 Marketing Trends You Need to Follow in 2018 for your small businesses.
    06/27/2018 03:38 PM
    Analytics Marketing - Monitoring Your Traffic and Keep Ahead Of The Competition
    Are you confused on how Analytics work? With our expertise, we can easily offer you a number of helpful tips that can help you get on top of your game and understand exactly how the world of Analytics and traffic management works.
    06/27/2018 03:31 PM
    Marketing - 5 Ways to Lower Your Marketing Budget and Still Get Your Business Out There
    It's a big wide world of marketing, and getting your business out there can prove to be difficult. With these top tips, you can get ahead of the competition.
    06/27/2018 10:43 AM
    The Number 1 Split Testing Mistake
    This article will show the #1 mistake most marketers make when doing split testing. And also how to correct it.
    06/21/2018 12:09 PM
    The Philippines Is The Right Country To Outsource Your Company's Business Marketing Projects
    High Overhead Costs? Are you paying high overhead costs to maintain an internet marketing group, i.e. salaries, OTs, benefits, perks?
    06/21/2018 09:17 AM
    7 Ways to Get Maximum Marketing Results at Any Time
    There are no guarantees when it comes to marketing and advertising. However, here are seven ways you can maximize your budget when promoting your offers - during a recession or at the peak of our economy.
    06/19/2018 11:46 AM
    Analytics and Big Enterprises Success
    What to do with ever-growing volumes of (particularly unstructured) data and the benefits of slice-and-dicing data to gain insight have been on the business radar for some time. What have differed in this time are the solutions that have been pitched to solve the problem. Ten years ago, business intelligence was the panacea to the data analytics debate.
    06/19/2018 11:20 AM
    How Start Ups Will Be Benefited From Data Analytics
    In order to stay competitive in the dynamic business world, startups need to have an unconventional wisdom of marketing. Already struggling with a limited budget for marketing, startups must achieve a high consumer conversion rate. The key differentiator between two startups is pace. Things need to be done at a faster pace for startups to be competitive against large companies. And, in order to react to market conditions and changing consumer trends, startups today rely heavily on data analytics. The power of being able to gather, identify, understand and execute upon patterns of data is critical for long-term success of companies as well as for advancement of humanity. Any organization can leverage the exponential data growth but size is on the side of smaller businesses that are perfectly suited to act on data-derived insights with speed and efficiency, unlike large organizations that are often less nimble and hindered by clunky, legacy IT infrastructure. All that's required is somebody in the business that understands two key fundamentals: data analytics and data science.
    06/13/2018 09:51 AM
    Colouring Variants to Meet Diverse Market Needs
    Colours and their various shades form an important aspect of domestic, commercial and industrial world. It is colours that enhance the aesthetic appeal of clothes, homes, food, offices, automobiles, cosmetics, waxes, paints, etc.
    06/11/2018 12:31 PM
    What You Need to Know About B2B Versus B2C Marketing
    There many different types of businesses, some of them B2B and some of them B2C. B2B and B2C business are unique and face unique challenges. It is important to remember that one distinct difference between the two types of businesses is that one is looking for value (on a broad scale) while the other is looking for a human/emtotional connection.
    06/06/2018 11:43 AM
    Phantom Burglars Rob Me of Sleep
    My alarm was set to go off at 4am this morning, yet I it was 3:08 am and I was wide awake. Why? My dog kept getting up, running to the living room and barking at the top of his canine lungs.
    06/05/2018 03:11 PM
    Trump's Sonic Boom Method to Attract Readers Who Never Read Your Email
    President Trump is quite the character. No matter what your opinion of him is, you can't deny that the man is always saying shocking things. These startling ways of his are always getting him media attention.
    06/05/2018 06:28 AM
    Where Can High School Graduates Find A Marketing Internship?
    One career path that is often overlooked is marketing. There are always lots of jobs in marketing. If the economy is slowing down, companies work to get more sales. When the economy is moving forward, companies are expanding and they need marketing, and it gets hard to find marketing experienced professionals when job markets are tight. A student that wants a job in marketing won't have to look far for an entry level marketing job. Companies are always hiring telemarketing - both, out bound and inbound telemarketers. Retailing companies always need help with their online marketing.
    06/04/2018 10:03 AM
    Writing to Sell in Eight Steps
    This article discusses how to write an effective sales brochure, web page, sales letter, or presentation. A structure is provided to help the writer cover key elements of the sales document.
    06/03/2018 06:02 PM
    Marketing MiniSeries Part 3: How You Can Turn One Blog Post Into 11 Fresh Content Pieces
    You know all that stuff you're supposed to be putting online to promote your business? It seems like a lot of work, doesn't it? Truth: it is!
    05/30/2018 04:13 PM
    Is Your Site GDPR Compliant?
    Normally at the end of the month, we do a wrap up of the past few weeks of blogs, this month however we're changing it up a bit. The biggest news to hit online marketers in a LONG time is the General Data Protection Regulation (aka GDPR); in fact on May 25 (the deadline to be compliant) I was in the airport and miscellaneous strangers were wishing each other a happy GDPR day.
    05/29/2018 12:33 PM
    Small And Midsized Company Marketing And Marketing Communications - A Lesson From Large Agencies
    Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications strategies, plans and tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world's largest communications companies - the dramatic growth of consulting companies at the expense of traditional advertising agencies. Why is this change happening and what can small and midsized marketers learn from it?
    05/24/2018 08:33 AM
    Five Changes You Should Make To Your Marketing Strategy Right Now
    In business, marketing is looked at as a given, as a piece to a well-thought business plan that relies on ingenuity, research, and a steadfast commitment. The problem is that sometimes a business's marketing strategy is not very good, and the best solution is to start making changes as soon as possible so as to keep from the current plan from sinking the business's chances for success.
    05/24/2018 08:33 AM
    The Best Customer Profiling Can Change How You Do Business
    It shouldn't come as a surprise to people that being in business, especially being successful in business, is pretty darn hard. There are a number of ways a business can thrive, but perhaps the best tool said business can use is that of best customer profiling. It seems like a very reasonable goal for any business, but considering how many businesses tend to swing and miss at employing this particular strategy, it's obvious that there is a disconnect somewhere.
    05/23/2018 02:50 PM
    7 Pillars of Marketing Management
    Marketing management refers to the process of planning effective marketing strategies, advertising and promoting the products and services, and managing the sales to reach the customers so that the company gains immense profits.The managers can ensure effectual marketing management by paying heed to 7 parameters that serve as pillars of marketing.
    05/21/2018 11:02 AM
    Automotive Biometrics - The Trending Growth and Implementation in the Automobile Industry
    Did you know that automotive biometrics technology has an extensive application? This industry is developing at a fast rate. Reputed automakers have shown their interests in implementing the multi-factor and two-factor authentications in their vehicles. Know more about Automotive Biometrics Market and its trends.
    05/17/2018 02:46 PM
    The Secret Digital Marketing Weapon for Your Business
    As a professional service provider, you're paid for what you know. People come to your marketing firm for the expertise you offer, first and foremost. Did you also realize that this is also your secret marketing weapon? By sharing what you know, you attract people to you and build their confidence in you as the right solution for their problem. Now many professionals are afraid to "give away" trade secrets or expertise for free, but that's not what I'm talking about. This is about putting content regularly out into the marketplace that is of enough value that prospects will automatically think of you when they have a need.
    05/17/2018 12:12 PM
    Why Schools Don't Want To Talk To You (Or Hear About Your EdTech Product)
    Find out how to get in front of your edtech customers. They'll be hanging onto your every word.

    home | site map |